AOL To Pump Out Quigo Text Ads

Move over, Google! AOL will begin serving its own text ads across some of the most popular sites in its network via Quigo, the PPC engine it bought for $340 million in November. While AOL will continue to serve Google text ads to visitors, the Web giant will also run Quigo ads on sections including News, Money & Finance, Sports, Email and Entertainment.

According to a company spokesperson, AOL wants to leverage its own "internal capabilities" wherever possible--but not at the expense of relevance or user experience. "In some cases we may use both Quigo's contextual advertising and [Google, etc.] sponsored links," the spokesperson said. "You may find multiple types of ad units on a page so that we can get the most relevant and most effective media in front of consumers."